What The F*ck Now?

The personal story behind this report

3 min read · March 2026

This website is built with AI, but every piece of research is human-driven and expert-reviewed. Data is analysed and released in waves for rapid access to new insights — then expanded and refined over time.

Here’s the honest version.

I’ve been in PR and SEO for over 15 years. I’ve spoken at some of the biggest conferences in the industry, written content that’s ranked at the top of sites way smarter than me, and helped clients navigate every algorithm change Google has thrown at us.

And for the last decade, I’ve been sitting on a mountain of knowledge, frameworks, research, and resources—and I’ve barely shared any of it publicly.

🤦 Yes, I know. The PR person who didn’t do her own PR. We’ll get to that.

Life happened. Business grew faster than I planned. Some really tough personal things took a lot of my energy for a long time. And somewhere along the way, I convinced myself that everyone already knew this stuff—that I’d be condescending by putting out things that felt elementary to me.

But here’s what I’ve learned from going to more conferences, meeting more people across more industries: you don’t know what other people know.

We’ve all learned different bits in different ways. Someone brilliant in one area is a complete beginner in another. And the only way to fix that is to share openly.

As a neurodivergent person myself (ADHD), I know what it’s like when information isn’t presented in a way your brain can process. I’ve done my best to make this accessible—the high-contrast reader toggle, the clear structure, the TL;DR first. If something doesn’t work for you, tell me and I’ll fix it.

So this is me, starting. This is Issue #1. It’s based on a genuinely important piece of research by Ross Simmonds and his team at Foundation—and what I believe it means for everyone working in PR and communications right now.

Some of what follows might seem obvious to you. Some of it might change how you think about your entire strategy. I don’t know which bits will land where for you—but I’m done waiting for it to be perfect before I hit publish.

We’ve all been scared. We now know. It’s time.
I’m making all my resources open source. Frameworks, swipe files, training materials—the stuff I’ve been hoarding for a decade. More about that and what’s coming next in What’s Coming Next.

This isn’t a Shift 6 marketing piece. It’s not a pitch. It’s me finally doing the thing I should have done years ago: taking what I know, combining it with what the smartest people in search are publishing, and making it useful for the PR and communications professionals who need it most.

If you got something out of this, share it with someone who needs to hear it. If I got something wrong, tell me. If you want to help shape what comes next, vote on topics or just reply to me directly.

Let’s go.

— Lexi

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